Everybody freeze, this is a robbery.

DON'T WATCH, LET'S PLAY.

Why watch ads when you can play them?

Volkswagen has hacked the ad break giving viewers the chance to race the new Golf GTI live against everyone watching the same ad break.

When people tuned into popular TV shows, during the ad break they could compete to win a GTi in a first-ever live mobile racing event.

To implement this massive media undertaking, Volkswagen purchased the first ad sport in high profile ad breaks with the spot featuring a QR code that views could scan to enter the race.

THE ANTIDOTE TO EVERYDAY

Races ran for only the length of each ad break, with players vying to beat a qualifying time for the chance to win a GTI. Developed as a web-based game, it required no app download to participate. The site even included a schedule of when the ad will appear to eventize the ad break.

Take a break from the every day and start racing the new Volkswagen Golf GTI across three tracks.

Start your engines

We’re positioning the Golf as the antidote to the everyday, so what better way to prove that than racing it in something as everyday as an ad break?

Volkswagen

Awards

AWARD
6 Gold + 6 Silver + 6 Bronze

Cannes Lions
1 Gold + 1 Bronze

Caples
2 Gold + 1 Bronze + Highly Commended Best in Show

D&AD
1 Graphite + 1 Wood + 3 In-Book

One Show
1 Bronze

Spikes
1 Grand Prix + 1 Gold + 1 Silver